By now you’ve probably watched Lady Gaga on screen in the primary role of Patrizia Reggiani in House of Gucci, and behind her hair looks on the imperatively stylish film were Joico and celebrity hairdresser Frederic Aspiras, the star’s personal hairdresser, who was recruited to add the requisite dose of luxe to the film’s hair brief.
The hair looks through the film travelled from the 70s to the 90s, with various looks rooted in fashion history and stylistic detail, that showcased the character of Patrizia beyond Lady Gaga’s own star power.
“I had to be as authentic as possible by using the exact techniques as a hairdresser of the 1970s – wet-set rolls, back-combing, French lacing, spiral perms, you name it. It was done exactly from that era,” Frederic said, explaining that a lack of early images of Patrizia caused him to delve deep into Italian style for broader inspiration. “I wanted the texture, I wanted the vibe, I wanted the feel, the way it moved because it needed to transport you to that time.”
Special guests were invited to an evening at the London West Hollywood in Beverly Hills, which hosted a welcome reception and red carpet, a first look screening of the film and a Q & A with Frederic to explain his vision and inspiration behind the styles.
The film included over 55 looks and ten hero wigs, while Lady Gaga had her usually platinum blonde hair coloured brown for additional authenticity, and then taken back to platinum blonde for the following press tour. In this complicated process, Joico care and colour products were essential for hair aesthetic and quality.
Iconic looks in the film began with the Young Patrizia style, highlighted with the BlondeLife Hyper Highlift Permanent Creme Color, coloured with LumiShine and prepped and cared for with the Defy Damage range. In style, classic rollers set with JoiGel Medium Styling Gel were brushed out with a boar bristle brush, anchored by a soft side part. K-PAK Color Therapy Luster Lock Multi-Perfector to detangle, ColorFul Glow Beyond Anti-Fade Serum to part the curls and JoiMist Firm Protective Finishing Spray to finish were also essential. In Patrizia’s look to marry Maurizio Gucci, played by Adam Driver, Defy Damage and Lumishine were again pivotal for colour, while the brand’s Colorful Anti-Fade Shampoo & Conditioner assured maintenance, while the style also used rollers and Joico’s hero styling products.
Another hero look was a shoulder length layer bob with a Spiral Perm, coloured with Joico technology and styled as gentle towel blot curls and defined with Joico tools such as JoiWhip Design Foam, then dried with a diffuser. Joico Flip Turn Volumizing Hair Spray finished the look.
A fourth important look was the Short Bi-Level Feathered Haircut, also coloured and maintained with Joico products, while styling tools included Dream Blowout, PowerWhip Whipped Foam, Joico Rise Up Powder Spray and Joico Flip Turn Volumizing Hair to blowdry up away from the face, offer light texture and create feathered lines in the hair for a strong 80s style. The ‘Power 90s Blowout’ hero look used similar tools, as well as the Joico Heat Hero Glossing Thermal Protector for barrel curls and volume.
In a film dedicated to fashion and luxury style, Joico were imperative in creating a myriad of iconic, retro looks for what’s quickly becoming an iconic film. Magnifico.
For more information visit www.joico.com.au
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